Tag: Marketing

Singapore – Singapore’s Agency for Integrated Care (AIC) has launched its ‘You Already Care’ campaign, which aims to revamp community care roles to meet demands of mature workers and ITE students who found renewed motivation in pursuing meaningful, impactful work.

Developed in partnership with The Secret Little Agency, AIC launched its campaign with the goal of shedding light on the one universal requirement which a career in community care needs.

You Already Care was created with the aim of demystifying misconceptions surrounding community care jobs, reiterating to Singaporeans the simple truth behind the qualifications necessary to work in community care – you simply just need to care.

Commenting on the campaign, Eva Lim Sng, director, integrated communications and marketing department at Singapore’s Agency for Integrated Care, said, “We understood that for many, a career in community care can appear daunting. We knew that it was necessary that we break down the barriers and preconceived notions people had about such careers. Care is already inside all of us; we hope through this campaign, more and more people heed the call and feel inspired to build fulfilling careers in community care together with us.”

Meanwhile, a spokesperson from The Secret Little Agency commented, “Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care.”  

“We always joke that a campaign has truly made its mark when it starts circulating like wildfire in the WhatsApp groups of our older generation. The fact that in just a couple of weeks we’ve found it making the rounds, was enough validation that the campaign has captured the hearts and attention of future community care professionals,” he added.

The campaign will run till September 2023, with placements all over the country; from out-of-home placements at bus stops, train stations, kopitiams, to digital and social, and even radio commercials.

Taipei,Taiwan – Interpublic Group agency DeVries Global has announced its appointment as low-cost carrier Scoot’s public relations agency for Taiwan.

In this partnership, DeVries Global is tasked with strengthening Scoot’s local resonance with consumers following the pandemic. 

Fortified by the agency’s extensive industry experience and data capabilities, the agency’s scope focuses on building media relations to strengthen demand for inbound and outbound flights, as well as consumer initiatives to create awareness and to reiterate the airline’s position as an innovative and relatable low-cost carrier.

Commenting on the partnership, Vivian Liu, managing director at DeVries Global Taipei, said, “We are proud to partner with such a well-loved brand – a future-forward leader that operates with fun, value and discovery at its core. Our team has crafted inspired, innovative programs to bring about a new chapter for Scoot”.

Meanwhile, Agatha Yap, director of marketing and new revenue at Scoot, mentioned, “At Scoot, we believe that travel connects people, destinations, and cultures. We look forward to our partnership with DeVries Global, especially as we ramp up awareness by creatively telling the Scoot story to local audiences in Taiwan.”

This appointment follows Scoot’s partnerships with other agencies, with global communications agency BCW being tapped as Scoot’s PR partner in their home base of Singapore, as well as brand and customer agency VMLY&R and Omnicom Advertising Group-owned network PHD being appointed to conceive creative strategies for the airline and to handle global media planning and buying respectively.

Singapore – In a time characterised by rapidly shifting customer preferences and heightened digital engagement, harnessing the power of AI technology has emerged as a paramount strategy for delivering a truly seamless customer experience (CX). AI’s capability to intelligently analyse huge volumes of data and predict customer behaviour not only enables personalised interactions but also empowers companies to proactively address needs, resolve issues, and create journeys that resonate deeply with each individual. But with the CX landscape continuously transforming, how can companies leverage the power of AI technology to adapt to increasing customer expectations and excel in a competitive market landscape?

To explore the potential of platform tech integrations in redefining customer experience strategies, MARKETECH APAC presents a new webinar this September 21. Titled “CX Revolution: Leveraging AI Tech for Seamless Customer Experience“, the webinar aims to impart valuable insights to marketers on leveraging technology to enhance customer interactions, streamline communication channels, and deliver personalised experiences that resonate with the target audience.

The webinar will host a panel discussion with some of leading industry experts in Asia Pacific to share their thoughts on how brands can revolutionise their current customer experiences to become more future-proof and efficient. The panel is composed of Admir Mašin, head of platforms in Asia-Pacific at Infobip; Lisa Collins, director of experience platforms at Accenture; James McIntyre, customer experience lead at Cashrewards; and Prerna Pant, co-founder of Radarr. 

The panel discussion will also discuss the following:

  • Assessing Brands’ CX Scores: What are the crucial aspects when evaluating the performance of brands’ CX scores?
  • Mapping the CX Journey: How do the critical stages of the CX journey play a role in achieving excellence in customer experiences?
  • Empowering CX of the future: How can strategic adoption of future-proof technologies enhance and advance customer experience capabilities?

Meanwhile, Infobip’s Mašin will be also doing a keynote presentation where he will be discussing how brands can elevate and innovate their customer journey strategies through advanced communication technologies. Moreover, it will also tackle the following key points for discussion:

  • Beyond the Surface: Delving into Communication Tech Platforms and Their Limitless Potential
  • Innovating Together: Harnessing Communication Tech Platforms to Break Down Silos in Customer Journeys
  • Strategic Tech Synergy: Illuminating How Communication Platforms Drive Ultimate CX Enhancement

“The rapid advancements in AI technology are sure to revolutionise the CX journey, prompting marketers to redefine their brands’ CX strategies as they aim to enhance customer interactions while also improving agility and efficiency. Don’t miss the opportunity to learn from experts on tech integrations, streamlining channels, and personalised experiences for your targeted audience,” said Katherine Sy, regional head of content at MARKETECH APAC. 

CX Revolution: Leveraging AI Tech for Seamless Customer Experience is made in partnership with global cloud communications platform Infobip. Catch this webinar on September 21, 11AM (GMT+8) by registering HERE. See you there!

Shanghai, China – Wunderman Thompson has announced the promotion of Carter Chow to chief executive officer of Wunderman Thompson Greater China.

Previously CEO of Wunderman Thompson China, Chow’s promotion comes as the agency focuses on building a united approach and strategy in Greater China, as more client opportunities call for a consolidated response from agencies.

With 25 years of experience, Chow returns to lead the digital transformation of J.Walter Thompson as CEO where he modernised the entire service offering – driving the agency into a state of hyper growth.

In 2019, Chow notably led the merger of Wunderman and JWT in China by combining and elevating existing teams to bring new, unique and integrated capabilities to the China market.  Since then, the market has experienced significant changes and years of economic uncertainty, but Chow continued to remain consistent – growing alongside clients such as The Estée Lauder Companies, Volkswagen, HSBC, P&G, Danone and so on.

Speaking on his promotion, Chow commented, “We have exceptional teams and excellent capabilities in many of our markets, especially within the Wunderman Thompson Greater China offices. From Shanghai to Beijing, Guangzhou, Hong Kong, and Taipei, each office brings its distinct and market-leading expertise. We can achieve remarkable feats when we‘re all in it together, empower one another, and harness our collective synergy.”

Meanwhile, Ewen Sturgeon, international CEO at Wunderman Thompson, said, “Carter is known for building a robust and successful business with people at the heart of it all; encouraging a culture of creativity and growth. I have no doubt Carter will take our Greater China business to new heights with a united approach.”

Maggie Wong and Evan Teng, CEO of Wunderman Thompson Hong Kong and Taipei respectively, as well as Win Mak, CEO of Mirum Hong Kong (part of Wunderman Thompson), will remain leaders of their markets and will work with Chow to create a more consolidated response to the opportunities and challenges that present Greater China clients.

USA – SPARC Group, the parent company of Forever 21, has just announced its strategic partnership with SHEIN, the global integrated online marketplace for fashion, beauty and lifestyle products. The partnership will focus on meeting the needs of customers in the U.S. and around the world.

The partnership is expected to expand SPARC Group’s distribution of Forever 21, adding value and variety for SHEIN’s extensive customer base.

Under the agreement, SHEIN acquires an approximately one-third interest in SPARC Group, a joint venture that includes Authentic Brands Group and Simon Property Group, and in turn, SPARC Group becomes a minority shareholder in SHEIN.

The partnership also offers the opportunity to test SHEIN customer-focused experiences in Forever 21 locations across the U.S. including shop-in-shops, enabling return to store and other initiatives.

Together, SHEIN and SPARC Group plan to utilise their complementary platforms and expertise to accelerate product innovation, explore new business strategies, enhance customer experiences, and grow their presence in the marketplace.

Talking about the partnership, Marc Miller, CEO of SPARC Group, said,  “We are excited for the partnership with SHEIN as it reflects our shared vision of providing customers with unparalleled access to fashion at affordable prices. By working together, we will provide even more innovative and trendsetting products to fashion enthusiasts around the world.”

Jamie Salter and David Simon, directors of SPARC Group, also added,  “We are very pleased to welcome SHEIN as a strategic partner and shareholder in SPARC Group. SHEIN is the world’s leading online fashion platform delivering style and value around the globe and we are looking forward to working together.”

Meanwhile, Donald Tang, executive chairman of SHEIN, commented,  “SHEIN is thrilled to have SPARC Group as a partner and minority shareholder and we look forward to finding new ways to delight our customers through the potential of this partnership.”

“The powerful combination of Simon’s leadership in physical retail, Authentic’s brand development expertise, and SHEIN’s on-demand model will help us drive scalable growth and together make fashion more accessible to all,” he added. 

Singapore – Singaporean bank DBS has recently unveiled its metaverse concept for ‘DBS BetterWorld’, a gamified adventure that leverages the use of the metaverse as a force that promotes sustainability.

In line with the ‘Towards Zero Food Waste’ initiative of DBS in 2020, the virtual experience highlights the global food waste challenge and what Businesses for Impact supported by the DBS Foundation are doing to address the issue.

As part of the experience, players must complete a series of activities inspired by five Businesses for Impact supported by the DBS Foundation and their unique approach to mitigating food waste. 

The five businesses involved are upcycling craft beer makers Brewerkz and Breer, sustainable food retail store GreenPrice, and urban farming practitioners Edible Garden City and Rooftop Republic.  

Players based in Singapore will be treated to extra rewards which can be redeemed via special QR codes accessed using DBS PayLah!. DBS has also included easter eggs for players to discover, including cameo appearances by characters from the bank’s web series, ‘Sparks’. DBS BetterWorld will be accessible to the public once the sandbox’s alpha season 4 is launched.

Karen Ngui, head of group strategic marketing and communications at DBS, and board member of DBS Foundation, said, “DBS believes that it is possible to leverage the metaverse as a force for good. It can be harnessed as an interactive platform to increase awareness of important ESG issues and creatively spotlight those who are finding innovative ways to address them.”

“For starters, with DBS BetterWorld, we have chosen to delve into the challenges of food waste and food resilience, issues that DBS and the DBS Foundation have been championing, in a unique and engaging way. As metaverse technologies mature, we hope to create mechanisms for communities and businesses to translate the outcomes of their virtual initiatives to real world impact,” she added. 

Singapore – In a slew of leadership appointments to expand their presence in APAC, advertising agency OMD has added a head of digital to its Asia Pacific regional leadership team with the hiring of Dileep Raj Singh.

As head of digital, Singh will be accelerating OMD’s digital leadership agenda, rooted in helping clients address their business challenges and digital ambitions. He will be supporting OMD’s local teams in APAC on operational excellence,as well as its digital transformation frameworks and roadmaps.

Singh is a digital native and brings with him a wealth of experience across product, media agency and client side in APAC, North America and the United Kingdom. His last 10 years have been spent building diverse digital marketing teams covering areas like performance marketing, digital media planning, ad/martech, product marketing, branding and measurement.

Speaking on his own appointment, Singh said, “ As we embark on this journey, I want to leverage the strength of the OMD network – people, technology, data, tools and platforms – to help our clients pivot and navigate through all the new and evolved possibilities in digital media. With this, I aim to position OMD as an unrivaled partner for our current and future clients; to dominate and succeed in this incredibly competitive and multifarious digital realm.”

Meanwhile, Charlotte Lee, CEO of OMD APAC, commented, “It is our global ambition to continue our leadership position in digital, data and technology. In line with this ambition, we are excited to have Singh come on board the OMD APAC leadership team. His background of agency, in-house and start-up experience position him perfectly to understand and address our clients’ business needs.”

Singh will be reporting to Lee, and will be working with chief strategy officer, David McCallen, who were both appointed in 2022, and chief client officer, Sadhan Mishra who was appointed in June 2023, to drive and support APAC local markets as well as regional clients on digital, data and technology needs.

Kuala Lumpur, Malaysia –  Dentsu Malaysia has announced the appointment of Audrey Chong as its new CEO effective October 1, 2023. Chong will be taking over from Kien Eng Tan who will be retiring after having served as CEO since February 2021.

Previously having been the CEO of Universal McCann Malaysia, Chong brings 25 years of industry experience across media, creative, strategy and digital marketing with in-depth understanding and expertise of the Malaysian market. 

In her role, she will be responsible for growing and continuing the business transformation journey whilst driving integration across practices. Her perspective on building an agency model that delivers on clients’ needs will see new opportunities and growth.

Speaking on her own appointment, Chong said, “I look forward to joining dentsu Malaysia and foresee exciting times ahead. I strongly believe in dentsu’s strategy and the direction they are moving in, with new products, integrated servicing, and innovation to meet the market’s needs. They have strong momentum off the back of some significant market wins, and I believe Dentsu is poised to break away from the pack and build new growth and industry opportunities. 

Sanjay Bhasin, CEO of dentsu Southeast Asia commented, “I really wanted a hands-on practitioner who understood the market challenges and nuances; someone who could build upon the wins and momentum Kien and his team have created which have mostly been large local giants requiring deep understanding of the dynamic Malaysian market. Audrey’s reputation speaks for itself. She’s built a solid media agency now ranked number one in RECMA. She has a competitive skill set that will drive the business to new heights and is also a warm, intelligent, caring person who will make a great addition to our strong local Malaysian agency and our Southeast Asia leadership team.”

Meanwhile, Kien Eng Tan, outgoing CEO of dentsu Malaysia, said, “I’ve had an incredible journey with dentsu Malaysia and I’m happy to have spent my time here in the last few years of my agency career. I am filled with gratitude for the opportunity I have had to lead such a talented and creative team and I am confident that the spirit of innovation and passion for creativity will continue to thrive. The industry is fast changing, and I eagerly look forward to seeing great campaigns under the guidance of our new leadership.”

APAC – Latest data from audience intelligence tool YouGov Profiles reveals that 46% of all APAC consumers are drawn to socially-conscious brands that display values aligned with their own and that 48% are drawn to brands that get involved with issues of wider societal interest. 

According to the data, more than half of APAC consumers are most likely to consider a brand’s values when making purchase decisions and appreciate brands that engage with social issues.

Information provided also delves into the appeal of brand messaging amongst APAC consumers, as well the appeal of other efforts such as sustainability actions and valuing the locality and nationality of brands.  

On brand messaging, Brands that have a moral message are also more likely to appeal to three out of five  APAC consumers. Regionally, 54% of Indonesian consumers and 45% of Thai consumers consider whether a brand upholds values that align with their personal outlook before making a purchase and are also most likely to appreciate brands that engage with social issues. These brands have the widest appeal in Indonesia (80%) and Hong Kong (60%), although just under a third of consumers in the latter like brands that get involved with social issues.

When it comes to sustainability, the data reveals that about 48% of APAC consumers try to buy from brands which are socially and environmentally responsible, and 53% prefer those that engage in fair trade processes. Notably, the majority are also willing to pay more for eco-friendly products. Buying from socially and environmentally responsible companies is a priority for most Thai (62%) and Indonesian (55%) consumers, but for roughly only a third in Singapore (33%) and Hong Kong (34%).

Looking out for fair trade products is something close to two-thirds of consumers in Indonesia make an effort to do, but only two in five consumers in other key APAC markets say the same. Indonesian consumers are also most open to spending more for eco-friendly products (72%), ahead of Thai (51%) and Australian (50%) consumers, while less than half of Singaporean (41%) and Hong Kong (38%) consumers would.

Lastly, around half of all APAC consumers are also concerned with large online and multinational enterprises driving out small businesses in their community, with over half of APAC consumers choosing local community shops over foreign ones and making efforts to support local businesses.

Specifically, consumers in Indonesia are most likely to conscientiously support local businesses (82%), followed by Australia(68%). On the other hand, Singapore is the only market where less than half of consumers say they make an effort to support local businesses and prefer shopping close-by.

India – Roopa Badrinath, HR veteran and ex-chief talent officer of Wunderman Thompson South Asia has officially launched Turmeric Consulting, a diversity, equity inclusion (DEI) consultancy with a vision of helping organisations create diverse and equitable spaces for people to thrive for who they are.

Prior to launching Turmeric Consulting, Badrinath served as the chief talent officer at Wunderman Thompson South Asia and is an award-winning professional with over 25 years of experience in the realm of DEI, HR, as well as training & development.

Furthermore, Badrinath is a DEI practitioner and certified diversity auditor. She is also a Google-certified gold tier facilitator, having trained more than 350 women worldwide in self-advocacy skills. She is passionate about leveraging her vast experience in people strategy and employee experience to enable behaviour and mindset shifts through systemic interventions.  

Commenting on the launch of her new venture, Roopa Badrinath, founder of Turmeric Consulting, said, “DEI is about being intentional and intersectional. It is about deliberately providing opportunities for all, creating level playing fields and ensuring that all voices are heard, so that people can realise their full potential by knowing that they matter, and their opinions and perspectives make a difference.”

“Organisations are on the lookout for a partner who can conceptualise and contextualise scalable DEI strategies, curated to match their requirements. With Turmeric Consulting, my goal is to partner with organisations in their DEI journey, to help change mindsets and attitudes, so eventually an equitable future gains momentum.”

“ I chose to launch Turmeric Consulting in the Independence Day month as freedom for me is embracing diversity and differences and fostering change to free us from the shackles of prejudice, biases, and judgement. While it requires consistent effort and commitment, I deeply believe in the intentionality of organisations to spark meaningful change and be a force for good. I see Turmeric Consulting as an enabler to help organisations translate their intent into action,” she added.